The new logo combines some Florida (a golden sun representing the Sunshine State) in the form of a mane on team-symbol lion while emphasizing a royal purple. No other MLS uses purple as a primary mark.
There are also plenty of subtle touches to the logo. There are 21 flares in the sun, representing Orlando City as the 21st MLS club. If you look closely, there’s a crown above the lion’s eyes as well.
In a nice touch, the logo was designed by local graphic designer David Brotherton — who happens to be an Orlando City season ticket holder. Four local agencies vied to come up with the winning design. From the Orlando Sentinel:
The goal: find a simplified, cleaner design that also felt classic and could be used across a number of areas outside the soccer field. Club officials met with 10 local agencies and saw more than 30 logo concepts before Brotherton’s presentation.
“It was an aha moment,” said Teresa Tatlonghari, Orlando City’s vice president of marketing.
The new logo received a positive reaction from team employees on Monday, and also from several fans the club met with last week.
“I’m obviously a bit of a traditionalist, I like clean and classic looks and I think it’s something that’ll stand the test of time,” Lions’ coach Adrian Heath said. “I think in the future when we look back this is another one of those monumental days along the way.”
To promote the new look, Orlando City kicked off a unique week-long art campaign, #PaintTheCityPurple. Seven artists will create paintings on the walls of local businesses: WBQ Design and Engineering, the Jungle, Dexter’s Thornton Park, Harry Buffalo’s, Seminole Soccer Complex, Maximum Entertainment Group, and the electrical box at the corner of Bumby Avenue and Colonial. Each painting will portray the new logo, while also highlighting unique aspects of Orlando.